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Global Management Forum 2019

Montblanc lures new Asian customers with digital luxury

CEO Baretzki says growth in mainland China has offset Hong Kong losses

Montblanc International CEO Nicolas Baretzki tells the Nikkei Asian Review about his digital strategy. (Photo by Manami Yamada)

TOKYO -- For Nicolas Baretzki, chief executive of Montblanc International, one particular collector of the company's products illustrates the enduring appeal of luxury goods. Each time the collector purchases a Montblanc pen -- even a hard-to-find limited edition -- he buys two to pass down to his twin children.

"Our customers are not buying products for now, but for the next generation," Baretzki said in an interview during this week's Nikkei Global Management Forum in Tokyo, where he presented the storied brand's strategy for disrupting the luxury market.

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